PENGARUH KESADARAN MEREK, PERSEPSI KUALITAS, ASOSIASI MEREK, DAN LOYALITAS MEREK TERHADAP EKUITAS MEREK SEPATU BASKET NIKE PADA KLUB BASKET DI PALEMBANG

Erickson, Jimmy (2018) PENGARUH KESADARAN MEREK, PERSEPSI KUALITAS, ASOSIASI MEREK, DAN LOYALITAS MEREK TERHADAP EKUITAS MEREK SEPATU BASKET NIKE PADA KLUB BASKET DI PALEMBANG. Undergraduate thesis, Universitas Katolik Musi Charitas.

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Abstract

ABSTRACT Economic development for every company requires a company to have brand power that can be done by increasing brand equity. The purpose of this research is to analyze the influence of brand awareness, perceive quality, brand association and brand loyalty on brand equity. Type of research in this research is to involve 100 members of basketball club in Palembang which collect by questionnaire. Technical analysis used is multiple regression analysis, t test and F test. The result of this research is positive and significant influence between brand awareness variable, quality perception, brand association and brand loyalty to Nike basketball brand equity in Palembang partially and simultaneously. Keyword: brand awareness, perceive quality, brand association, brand loyalty and brand equity

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